After 10 years and 160,000+ cookies, Dani's finally telling the whole story — not the highlight reel. In this honest, funny, and deeply relatable episode, Dani is joined by her kitchen manager and lead baker, Mercedes, to walk through the real mistakes, mishaps, and near-disasters that have shaped Dani's Kitchen Shop. If you've ever felt like you were the only one scrambling, this one's for you.

In This Episode:

• Why Dani's ordering system is the root of most chaos — and how she's learned to own it
• The truth about color-matching custom cookies (RIP, every dusty rose order ever)
• Production disasters: from spelling mistakes on cookies to footless chickens to a 14-cookie "dozen"
• What it really looks like when the oven runs away with the temperature for six straight months
• The ant colony that hatched on a Monday morning — and why procrastination made it worse
• Smelly aprons, dishwasher bubble floods, and a printer that works about 50% of the time
• Why the mistakes don't define the business — and why Dani is still proud of what she's built

Guest Bio: Mercedes is the kitchen manager and lead baker at Dani's Kitchen Shop. She's the steady hand behind the scenes, the person who catches the miscounts, double-checks the text messages, and has witnessed more than her fair share of Dani's "it'll be fine" moments. She's also the one who graciously reminds Dani when they're out of milk.

Resources Mentioned:

• Dani's Kitchen Shop: https://www.daniskitchenshop.com/
• Follow along on Instagram & Facebook: @daniskitchenshop

Connect with Dani:

• Website: https://www.daniskitchenshop.com/
• Instagram: @daniskitchenshop

When You're Wired for Creativity but Running a Business: A Conversation with Joy Kaplan of Sweet Joyness Bakery

What happens when someone who spent years inside professional bakeries decides to go out on their own — and realizes that making beautiful things is only half the job? In this episode, Dani sits down with Joy Kaplan of Sweet Joyness Bakery in Beaverton, Oregon, for an honest, laugh-out-loud conversation about creativity, burnout, pricing, and the messy reality of building a business around how your brain actually works.

In This Episode:

• Joy's path from Wilton classes at Michael's to Cold Stone to pastry school to professional bakeries — and why she finally launched her own cottage bakery in 2020
• The difference between working in a bakery and running your own: wearing every hat, from decorating to ordering boxes to chasing invoices
• Why pricing correctly changed everything — Joy discovered she was charging $15–$20 less per dozen than other bakers and made a shift that changed her stress level overnight
• How comparison with large bakeries can quietly distort your pricing and your confidence as a small business owner
• The burnout cycle that so many cottage bakers fall into — and the systems that can interrupt it before you crash
• Why streamlining your order form and setting clear creative boundaries can protect both your time and your artistry
• The case for protecting your hobbies: why Joy doesn't sell her craft projects and Dani doesn't sell her dahlias
• How other creative outlets — embroidery, quilting, other crafts — can actually refuel your cookie creativity instead of replacing it
• Joy's advice for bakers just starting out: visit your local Small Business Development Center and start learning the business basics early

Guest Bio: Joy Kaplan is the owner of Sweet Joyness Bakery in Beaverton, Oregon, a cottage bakery specializing in decorated cakes and cookies with a delightfully quirky style. Joy brings a rare perspective to the cottage baking world — she spent most of her adult life working inside professional bakeries as a cake decorator, learning high-volume production, food safety, and efficiency before launching her own home business in 2020.

Resources Mentioned:

• Sweet Joyness Bakery (Joy's business) — find her on social media
• CookieCon — national conference for cookie decorators
• Sweet Nelson's Bakery — Ashley Nelson's efficiency class on order forms
• PCC Small Business Development Center — free initial seminar and business planning support
• Spark Program — business mentoring connected to the SBDC
• The Business of Baking: https://www.daniskitchenshop.com/business-of-baking
• Dani's Kitchen Shop: https://www.daniskitchenshop.com/
• Follow along on Instagram: @daniskitchenshop

Connect with Dani:

• Website: https://www.daniskitchenshop.com/
• Instagram: @daniskitchenshop

What does it really look like to build a business around motherhood?

In this episode of Mixing Up Success, Dani sits down with Hannah Luttrell, owner and cookier behind Luttrell’s Little Cookie Company in Wilsonville, Oregon. Hannah shares how cookie decorating began as a creative outlet in November 2022 and quickly grew into a home-based business built to support both her family and her desire to stay present in motherhood.

Together, Dani and Hannah talk honestly about the realities of running a custom cookie business from home, wearing all the hats, and learning that flexibility does not always mean ease. They dive into the challenges of balancing school schedules, bedtime work sessions, family life, and customer expectations while still protecting the reason the business was built in the first place.

This conversation also explores the importance of boundaries, the pressure social media creates around creative work, and the misconception that custom cookies come together quickly just because the internet makes them look that way. Hannah shares how learning to say no, limit orders, and create recovery periods has helped her build a more sustainable business.

You’ll also hear a thoughtful conversation around overbuying supplies, why you do not need all the tools and packaging to get started, and how community can become a turning point in both business growth and personal confidence. Hannah opens up about how joining a women’s networking group helped her step out of her shell, find support, and begin showing up more fully as herself.

If you are building a business while raising kids, learning how to protect your time, or trying to create something that fits your life instead of consumes it, this episode will resonate.

Connect with Hannah:
https://www.luttrellslittlecookiecompany.com/

What happens when you treat a cookie fundraiser like a real marketing campaign?

In this episode of Mixing Up Success, Dani sits down with Dani’s Kitchen Shop marketing manager, Alyssa Schroppel, to break down the strategy, numbers, and lessons behind the bakery’s annual Colon Cancer Awareness Cookie Fundraiser.

What started four years ago as a way to support a close friend fighting colon cancer has grown into an annual community campaign that customers now anticipate each March.

This year’s goal was simple:
Sell 100 dozen cookie sets and raise $3,000 for colon cancer research.

In the end, the campaign sold 92 dozen cookies and raised $3,003 for research—all while reaching over 112,000 people on social media and generating over $5,000 in sales without spending a dollar on ads.

But the most interesting part? Dani and Alyssa tracked the entire campaign as a live marketing case study, analyzing what content performed, what converted into sales, and how intentional marketing builds demand before an event.

If you're a baker, small business owner, or someone curious about how real marketing works inside a small business, this episode pulls back the curtain.

• The origin of Dani’s Kitchen Shop’s Colon Cancer Awareness Cookie Fundraiser
• Why selling a product can be more effective than asking for donations
• The difference between reach and conversion in marketing
• Why viral posts don’t always generate sales
• How email marketing continues to outperform social media for conversions
• The strategy behind marketing pop-up events and limited opening hours
• What small business owners should track during a marketing campaign

• 92 dozen cookie sets sold
• $3,003 donated to colon cancer research
• 112,000+ people reached on social media
• $5,580 in total cookie sales
• $0 spent on paid advertising

If you run pop-ups, markets, or vendor events, Dani shares the exact planning framework she uses.

Download the Free Pop-Up Sales Checklist
https://daniskitchenshop.myflodesk.com/pop-up-checklist

Join Dani’s upcoming webinar:
Profitable Pop-Ups: Plan, Price, and Execute Successful Baking Events
https://www.daniskitchenshop.com/event-details-registration/profitable-pop-ups-plan-price-execute-successful-baking-events

In this live training, Dani breaks down the systems she uses to:

• evaluate which markets are worth attending
• price products for pop-up profitability
• plan inventory strategically
• and market events so customers show up ready to buy.

Mixing Up Success is a podcast for bakers, creative entrepreneurs, and small business owners who want to build sustainable, thoughtful businesses.

Hosted by Dani Annala, owner of Dani’s Kitchen Shop in Hood River, Oregon, each episode explores the real strategies, systems, and stories behind building a successful creative business.

Learn more about Dani’s Kitchen Shop:
https://www.daniskitchenshop.com/

In this episode of Mixing Up Success, Dani sits down with Lynne, the baker behind Treats by Lynne, to talk about what it really looks like to grow a custom cookie business without rushing into an all-or-nothing mindset.

Lynne shares how her cookie journey began during a season of unemployment in New York City—starting as a creative outlet and a way to contribute something meaningful during a confusing chapter. What started as “cookies for friends” slowly turned into real demand… and then one day, it exploded.

Together, Dani and Lynne unpack the realities of word-of-mouth growth, the surprising power of one post (and how that single moment can create long-term momentum), and what it means to build a business while still honoring stability, pregnancy, and real-life capacity.

They also talk candidly about:

• The pressure to “go all in” and why you don’t have to
• Building confidence when you’re convinced you’re “not good enough yet”
• The creative challenge of vague themes and being expected to “make magic” from nothing
• Why Google reviews are still wildly underrated for small businesses
• Pricing, lead times, and boundaries that protect your energy (especially in December)
• The loneliness of cookie work—and why markets can be worth it even when they’re not profitable

This conversation is honest, reflective, and deeply grounding—especially for bakers who are building something on the side, navigating fertility journeys, or trying to define success in a way that actually feels sustainable.

Profitable Pop-Ups Webinar (Free/Live Training):
https://www.daniskitchenshop.com/event-details-registration/profitable-pop-ups-plan-price-execute-successful-baking-events

• You don’t need to go all-in to take your business seriously
• Word of mouth is powerful—but systems and boundaries make it sustainable
• Your marketing foundation (like Google reviews and visibility) matters more than you think
• It’s okay if your definition of success changes as your life changes
• Community can be a valid reason to do markets—even if the profit isn’t huge at first

• Instagram: @TreatsbyLynne
• Business: Treats by Lynne

• Instagram: @daniskitchenshop
• Website: daniskitchenshop.com

If this episode resonated with you, share it with a baker friend, tag us when you listen, and leave a quick review—it helps more small business owners find these honest stories.

In this episode of Mixing Up Success, Dani breaks down the real reasons pop-ups and markets succeed or fail.

After years of participating in vendor events, hosting her own pop-ups, and analyzing both flops and wins, Dani shares the biggest lessons she’s learned about:

• Customer alignment
• Demand building
• Inventory risk
• Energy cost
• And taking ownership of the outcome

Pop-ups aren’t about exposure. They’re about strategy.

✔ Why exposure without alignment is expensive
✔ How to identify if a market fits your ideal customer
✔ The real cost of leftover inventory (it’s not just product)
✔ What to do after a market flops
✔ How to analyze underperformance without spiraling
✔ Why “I have something for everyone” is hurting your sales
✔ The shift from hoping people show up → to building demand before doors open
✔ The numbers every baker should know before saying yes to an event

You will not sell where your customer does not exist.

If your product is positioned as premium and you’re selling at a bargain-driven event — you’re misaligned.

If your audience is browsing for entertainment but your pricing requires intentional purchasing — you’re misaligned.

Alignment is everything.

• No-shows on pre-orders
• Leftover inventory stacked higher than she wanted to admit
• Events where traffic didn’t convert
• Overproduction from fear of running out
• Underpricing to “increase sales”
• Discounting after the fact just to move product
• Exhaustion from unpredictable outcomes

And here’s what changed:

A flop is data. Not failure.

Dani now:

• Builds demand before the event
• Teases specific products
• Accepts online requests ahead of time
• Knows her break-even
• Plans her product mix intentionally
• Prepares a leftover strategy before the event

The result?

Consistent $2,000 four-hour pop-ups — not because markets improved, but because strategy did.

If you’re tired of unpredictable markets, leftover inventory, and hoping people show up…

Join Dani inside her live webinar:

Inside, you’ll learn how to:

• Identify aligned audiences
• Calculate your break-even
• Build a profitable product mix
• Plan inventory intentionally
• Price for margin (not emotion)
• Evaluate which markets deserve your yes

🔗 Register here:
https://www.daniskitchenshop.com/event-details-registration/profitable-pop-ups-plan-price-execute-successful-baking-events

Every March, Dani’s Kitchen Shop turns blue.

Not for a marketing campaign — but for a friend. For a fight. For awareness.

In this deeply personal episode, Dani sits down with her college friend Maddee to share the story behind their fourth annual Colon Cancer Awareness Cookie Campaign.

In 2023, at just 35 years old, Maddee was diagnosed with colon cancer after months of subtle symptoms she nearly dismissed. What followed was surgery, recovery, genetic testing, and a commitment to advocacy.

What began as a last-minute cookie fundraiser selling 125 dozen in 24 hours has grown into an annual campaign that has raised nearly $11,000 for colon cancer research.

This year’s goal:
• Sell 100 standard sets + 25 gluten-free sets
• Donate $30 from every purchase directly to colon cancer research
• Raise at least $3,000
• Surpass $11,000 total donated

Cookies are available March 1–8, 2026 only.

👉 Purchase here:
https://www.daniskitchenshop.com/shop

$30 from every set goes directly to colon cancer research.

Limited quantities available:
• 100 standard sets
• 25 gluten-free sets

When they’re gone — they’re gone.

If you’d prefer to donate or learn more about colon cancer, screening, symptoms, or research:

👉 Visit:
https://colorectalcancer.org/

This organization supports research, education, and advocacy nationwide.

• Maddee’s diagnosis at age 35
• Subtle symptoms that shouldn’t be ignored
• Why colon cancer is rising in younger adults
• National screening guidelines (age 45)
• Lynch Syndrome and genetic risk
• The importance of baseline annual checkups
• Why humor (yes, even toilet paper cookies) helps us talk about hard things
• How small businesses can create meaningful impact

• Colon cancer is now one of the leading causes of cancer death under age 50.
• Early detection makes it highly treatable.
• Symptoms can be subtle: fatigue, anemia, bowel changes, unexplained weight shifts.
• Screening saves lives.
• Conversations save lives.

• Wear blue in March.
• Talk about colon health.
• Schedule your screening if you’re 45+.
• Learn your family history if you’re under 45.
• Purchase a cookie set or share the campaign.

This campaign isn’t about cookies.

It’s about showing up.
It’s about awareness.
It’s about funding research.
It’s about friendship.
It’s about radiating hope in the middle of hard. 💙

In this episode of Mixing Up Success, Dani sits down with longtime friend, fellow baker, and trusted community staple Nikki Smith of East Fork Baking Company.

Nikki runs a solo, home-based bakery in Hood River, Oregon, and has quietly become the baker everyone calls when they need a last-minute cake, a calm voice during a baking crisis, or a dessert that truly delivers. From weddings and custom cakes to wholesale pastries, fruit stand granola, and community collaborations, Nikki’s business is a masterclass in building something sustainable, flexible, and deeply rooted in real life.

Together, Dani and Nikki reflect on what it looks like to grow a bakery without a storefront, how baking can be both creative therapy and a livelihood, and why success doesn’t have to mean “more” in the traditional sense.

In this conversation, we talk about:

• Growing up in ingredient-based kitchens and baking as a form of meditation
• Turning a hobby into a business—slowly and intentionally
• Word-of-mouth marketing and the power of community trust
• Weddings, wholesale, and custom orders as different customers, not just different products
• Choosing a home-based commercial kitchen over a retail storefront
• Efficiency, margins, and pricing when you don’t track time neatly
• Delivery systems, boundaries, and designing workflows that support family life
• Creativity burnout, impostor syndrome, and leaning into your personal style
• Why it’s okay for a baking business to evolve—or stay a hobby
• Advice for new bakers finding their footing

This episode is a reminder that baking businesses don’t need to look the same to be successful. Sometimes the win is flexibility, community, and loving the work enough to keep going.

Connect with Nikki / East Fork Baking Company:
Website: https://eastforkbakingco.com/
Instagram: https://www.instagram.com/eastforkbakingco/

If this episode resonated with you, share it with a baker who needs to hear that they’re not doing it “wrong”—they’re just building something that fits their life.